The Outsourcing Pendulum in Marketing

In our latest Aperiam Podcast, Joe and Corey dug into the ongoing tug-of-war every CMO faces: what to keep in-house and what to outsource.

This isn’t a new debate. Marketing has always lived on a continuum—search once started outsourced, then became core. Social was brought in-house, then pushed out again. Creative has cycled between internal teams and outside agencies. And now AI is adding a new twist, with vendors pitching both sides of the argument: “AI makes it simple enough to run internally” vs. “AI lets us scale your marketing more cost-effectively.”

See where we think the pendulum will go next.